travel and tourism presntation

May 1, 2023

Travel and Tourism Definitions and Concepts

Travetrip Presentation

May 1, 2023

Definitions

Travel

Destination orientationPurposefulDirect

Tourism

Leisure pursuit Acquisition activityMeandering

May 1, 2023

Tourism Cycle

Leave homeUse transportation to travel awayArrive or journey in a new place or spaceAcquire mementos and souvenirsUse transportation to travel backArrive back homeUse mementos to reconstruct trip

May 1, 2023

Advancements in Travel

1. A system of currency exchangeRoman coinsGreek gamesCommon language (Latin)

2. Rural to urban movementGrand Tour (16th century)Spa and seaside resort (19th century)

May 1, 2023

More travel advancements

Holidays (from holy days) for workers (UK)Railway opens USWealthy class emerges to tourVacations for middle classesMass tourism after WWIITravel democratized Hedonic travel prevails

May 1, 2023

21st Century Tourism

Old StyleEast-West flowOne long vacationEuropean destinations

Natural environments Mass markets

New StyleNorth-South flowMany short breaksLatin and Asian destinationsArtificial environmentsSpecialty markets

May 1, 2023

Chapter 1

Attractions and Services for the Traveler and Tourist

May 1, 2023

Attraction Destinations

PRIMARYExtended timeBreadth of appealMarket orientation (Disney-amusement)Site orientation (Aspen-sport)

SECONDARYShort time; stopoverNarrow focus (MOMA - education)Accessible to transportRoadside attractions

May 1, 2023

Facilities

LodgingFood and beverageSupport Industries (goods, services, activities)Proximity to transportationHospitality programs

May 1, 2023

Souvenirs

Integral part of economic structure of destinationServe as tangible symbols to commemorate travel experiencesAct as ‘site markers’ of visitation Embody memories and recollections of travel

May 1, 2023

Function of souvenirs

Pictorial images (photos, postcards, books)Pieces-of-the-rock (collected from nature)Symbolic shorthand (miniatures)Markers (inscribed with location; t-shirt)Local products (food, crafts, art)

May 1, 2023

Souvenir meanings

Niave travelers assign public meanings to souvenirs that are specific to the locale and are representations of some geographic space; conspicuous authenticityExperienced travelers see souvenirs as private representations of hedonics (pleasures) that relate to friends, family or other experiences; abstract authenticity

May 1, 2023

Chapter 2

Tourism impacts on the economy, society, culture and environment

May 1, 2023

Economic Development & Economic Impact

Opportunity for growth to developing areasInvisible exports from consumer collectionIncreasing foreign exchange earnings - leakage expendituresIncreasing income - visitor spending, business expendituresIncreasing employment - direct/indirect

May 1, 2023

Societal and Cultural Impacts

Meet new people with different customsConfrontation of new values, lifestyles, languages, wealthHosts - residents of tourist siteGuests - visitors to tourist siteDisease transmissionImperialism amd involution

May 1, 2023

Sustainable Tourism

Improves quality of life for host communityProvides high quality experience for visitor

Sensitive to ecology and biology of regionStrengthens community identityCompatible with local valuesManages tourism development resources

May 1, 2023

Chapter 3: Role of government and world organizations

Policy development and planningRegulationsMarketing and research, educationWorld Tourism OrganizationWorld Travel & Tourism CouncilAsia-Pacific Economic Cooperation

May 1, 2023

Chapter 4: Tourism Regulation

Multilateral agreements - international air travel rights and goals, GATT, UNESCOBilateral agreements - open skies, hotel classification, EEC, NAFTADestination regulation - tours, food service, transportation, accommodations standardsTour operator regulations

May 1, 2023

Chapter 5: Tourism Planning

Destination lifecycleBackground analysis - SWOTMarket research and activity analysisPosition statement against competitionGoal and objective setting, strategy selectionPlan development, implementation, monitoring and evaluation

May 1, 2023

Chapter 6: Tourism Development

Feasibility studiesSite analysis - investors/lenders, market & physical characteristicsMarket analysis - questionnaires, focus groups, observationsEconomic analysis - expenses, revenues, cash flow, cost/benefit

May 1, 2023

Chapter 7

Tourism Marketing

May 1, 2023

Marketing Segment Criteria

Measurable number of visitorsAccessible through media or promotionSufficient numbers to justify effortUnique characteristicsSustainabilityCompetitive advantageSimilar characteristics or motivations

May 1, 2023

Segmentation

Demographic and socioeconomicGeographicPurpose of tripBehavioralPsychographicProduct-relatedChannel of distribution

May 1, 2023

Positioning

Determine how tourists perceive positionEvaluate whether to establish, change or reinforce that positionObjective positioning - match site attributes with tourist needsSubjective positioning - correct misperceptions; repositioning

May 1, 2023

Positioning approaches

Product features (Swiss Alps)Benefits, problem solution, needs (LaCosta’s full service spa)Special usage occasion (Honeymoon at Madonna Inn)User category (Avis Number 2)Against a competitor (Don’t take Amex)Product class (Love Boat)

May 1, 2023

Marketing planning

Situation analysis - economy, consumers, competition, trends, SWOTGoals- segments, position, objectives and strategiesMarketing mix - integrated brand communicationImplementation - tracking and modificationEvaluation - effectiveness, accountability

May 1, 2023

Marketing mix - 8Ps

Product - transport, lodging, souvenirsPrice - lifecycle, competition, TMPromotion - advertising, PR, sales, publicityPlace - channel, intermediariesPackaging - all inclusive tripsProgramming - activities, eventsPeople - human resourcesPartnership - coop ads and packaging

May 1, 2023

Chapter 8

Tourism Promotional Communication

May 1, 2023

Promotional objectives

Initiate new travel behavior with information and incentivesChange existing travel attitudes through persuasionReinforcing desirable travel behavior with reminders

May 1, 2023

Promotional program development

1. Select target market and market segments2. Set objectives based on consumer research

and a results orientation3. Establish a task-objective based budget4. Determine a message to support

product/service position5. Create message format and appeal

May 1, 2023

Promotion program continued

6. Select promotional mix elements that adhere to budget for entire market

7. Determine appropriate media to reach each target segment

8. Measure and evaluate promotional effectiveness

May 1, 2023

Building relationships

Data base marketing for direct mailWWW electronic brochuresTelemarketing or 800 responseEvent marketingMerchandising

May 1, 2023

Brand image and brand equity

Image created in traveler’s mind from promotional messages Brand equity created through experience with product or serviceBranding is relationship-orientedBrands must be managed to insure equity building process is successful

May 1, 2023

Building partnerships

Foster marketing and promotional partnerships with transportation, suppliers, business in host and originating countriesLink brand to companion brand with similar image or market segmentUse cooperative efforts to share costs for extended reach and impressions

May 1, 2023

ThankYou For Watching This Presentation…

Also Find Us On These Sites To Get More Update About Travel